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How Digital Marketing Can Improve Your ROI, Efficiency, and Sales & Marketing Alignment
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How Digital Marketing Can Improve Your ROI, Efficiency, and Sales & Marketing Alignment

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Digital Marketing = Results. Buyers are changing. Buyers are more educated and more self-reliant than ever. Marketers roles are changing. They must do more with less. With digital marketing, you can …

Digital Marketing = Results. Buyers are changing. Buyers are more educated and more self-reliant than ever. Marketers roles are changing. They must do more with less. With digital marketing, you can maximize your ROI and stop wasting time. You can reduce expenses in marketing and sales and generate qualified sales leads to increase revenue.

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  • 1. HOW DIGITAL MARKETINGcan improve your ROI, efficiency,and sales + marketing alignment
  • 2. Lets be honest
  • 3. Sales }{ MarketingSales }{ MarketingGAPGAP
  • 4. GLEANSTER RESEARCHMARKETINGSHERPAOF LEGITIMATELEADSAREQUALIFIED,BUTNOTREADY TOPURCHASEOF LEADSARELEGITIMATEANDREADYTO GO TOSALESONLY25% 50%OF LEADSGOBADEVERYYEAR25%
  • 5. ABERDEEN GROUP, 2010MARKETING PROFS, 20083xMORELIKELYTOOUTGROWCOMPETITORSANNUALREVENUEDECLINEANNUALREVENUEGROWTHPOORMARKETING+SALESALIGNMENT{ }20%4%{ }STRONGMARKETING+SALESALIGNMENT
  • 6. Buyers arechanging.BUYERS ARE MORE EDUCATEDAND MORE SELF-RELIANT THAN EVER.
  • 7. DIRECTMAILMAGAZINESWEBINARSWHITEPAPERSEMAILMARKETINGSEMSEARCHTRADESHOWSDIRECTMAILONLINEVIDEOBUSINESSNETWORKSSEOBLOGGINGMOBILEMARKETINGWEBSITECONTENTMARKETINGSOCIALMEDIABUYERSNOWDIRECTMAILEMAILBUYERSTHENMAGAZINESTRADESHOWSSEARCH WEBSITE
  • 8. WARMLEADSLEAKOUT}reach interest desire convert enrich retain
  • 9. Marketers must get morepersonal and be everywhere thattheir customers are. They mustdeliver more relevant and helpfulcontent. Their roles are changing.They must do more with less.
  • 10. WHATS IN IT FOR ME?DigitalMarketing?WHY
  • 11. INCREASE YOURBRAND AWARENESS& CHOICEREDUCE EXPENSESIN MARKETING& SALESMAXIMIZEYOURROIGENERATE QUALIFIEDSALES LEADSTO INCREASE REVENUEINCREASE POTENTIALCONVERSIONS FROMPROSPECTS TO CUSTOMERSSTOPWASTINGTIME
  • 12. REDUCE EXPENSES BYREPURPOSING CONTENTINCREASEBRAND AWARENESS,LEAD GENERATION& REVENUECREATECONTENTSTRATEGYTRACK& ANALYZEYOUR ROIGETTRACKABLERESULTS
  • 13. HOW DOES IT WORK?DigitalMarketing?WHAT IS
  • 14. INBOUNDMARKETINGOUTBOUNDMARKETINGLEADNURTURING/MARKETINGAUTOMATION
  • 15. ONLINECAMPAIGNSOFFLINECAMPAIGNSEVENTSSEOWHITEPAPERS&eBOOKSFORUMS&ONLINECOMMUNITIESSOCIALMEDIABLOGGINGVIDEOSLEADNURTURINGREPORTING&ANALYTICSLEADSCORING
  • 16. 1 PROSPECTINTERACTSWITHYOURCOMPANYVISITORCONVERTSTOALEADLEADENTERSNURTURINGCYCLELEADBECOMESACUSTOMERCONTINUECUSTOMERENGAGEMENT23456• Outbound Marketing• Inbound MarketingPROSPECTGAINSAWARENESSOFYOURPRODUCT(S)• Fills out a form ona landing page• Registers to shoponline• Submits a form toanother source• Contacts your companyvia phone or other method• Visits and browses website• 4 – 6 timely communicationsencouraging purchaseDIGITAL MARKETINGCYCLE
  • 17. LEADSCORING&QUALIFICATIONOUTBOUNDCAMPAIGNSINBOUNDCAMPAIGNSSALESLEADNURTURINGRECYCLEDLEADSQUALIFIEDLEADSNURTUREDLEADSLEADSTO NURTURE
  • 18. WHAT DO I NEED?DigitalMarketingHOW TO IMPLEMENT
  • 19. CONTENTSTRATEGY IDENTIFYWHO ARE YOUR CUSTOMERS?DEFINEHOW DO THEY THINK & ACT?CREATECREATE A MESSAGING MATRIXAUDITAUDIT EXISTING CONTENTMAPMAP CONTENT TO MATRIXIDENTIFYIDENTIFY CONTENT GAPSDEVELOPDEVELOP CONTENT TO FILL GAPS
  • 20. WEBSITECONTENTSTRATEGYSEM/SEOONLINEMEDIAPRINTMEDIASOCIALMEDIASALESTOOLSDIGITALSTRATEGY
  • 21. OUTBOUNDCAMPAIGNSINBOUNDCAMPAIGNSCOST/BENEFITSRETARGET/RESTARTSPEAKTOAPAINPOINTDEMOS/TRIALS/SAMPLESNURTURINGSTRATEGY
  • 22. LEADQUALIFICATIONMEASUREBEHAVIOR&ACTIVITYSEGMENTBASEDONACTIVITY/SCORE1 2 3 MOVEWARMLEADSTONURTURECYCLEROUTEQUALIFIEDLEADSTOSALESBUILDTARGETEDLISTSANALYZEMARKETING&SALESPERFORMANCEEXECUTECAMPAIGNSLEADNURTURINGSALES}AUTOMATIONSTRATEGY
  • 23. Marketing automation improvesefficiencies and allows marketersto deliver the relevant, personaland timely content thatimproves the buyer experience.
  • 24. =Results.DIGITALMARKETING
  • 25. COMPANIES THAT EXCEL ATLEAD NURTURINGGENERATE50%MORESALES READY LEADSAT 33%LOWER COST.MAXIMIZEYOURROIFORRESTER RESEARCH
  • 26. STOPWASTINGTIMEBUSINESSES THAT USEMARKETING AUTOMATIONTO NURTURE PROSPECTSEXPERIENCE A451%INCREASEIN QUALIFIED LEADSCOMPANIES THAT AUTOMATELEAD MANAGEMENTSEE A10%OR GREATERINCREASE IN REVENUEIN 6-9 MONTHSTHE ANNUITAS GROUPGARTNER RESEARCH
  • 27. GETTRACKABLERESULTSIFBYPHONE95%OF MARKETINGAUTOMATION USERSNOTICED ANINCREASED ABILITYTO MEASURE SALES63%OF MARKETINGAUTOMATION USERSNOTICED ANINCREASED ABILITYTO MEASURE ROI
  • 28. CREATECONTENTSTRATEGYSOCIAL MEDIA B2BG+B2B COMPANIESWITH BLOGSGENERATE67%MORE LEADSPER MONTH ON AVERAGETHAN NON-BLOGGING FIRMSTHE AVERAGE COSTTO GENERATE A LEAD THROUGHINBOUND MARKETING($143)IS ABOUT HALF THE AVERAGE FOROUTBOUND MARKETING($373)
  • 29. CONTACT US760.783.2020life@parkerwhite.comparkerwhite.comLETS ROLL!